Articles

You don't have a design problem

Most businesses don't have a design problem, they have a clarity problem. Why rebrands change nothing, and a quick test for what you've actually decided.

#brand identity #Olympic branding #brand brief

Why the Alpes 2030 logo says nothing about the Alps

The Alpes 2030 Winter Olympics mnemonic is competently made and entirely interchangeable. That's not a design failure. Here's the decision that went missing.

#brand strategy #verbal identity #tagline

If your competitor could run your tagline, you don't have one

What makes a good tagline? A decision your competitor couldn't copy. Avis, Marmite and a 99-year-old price promise show the test most brand lines fail.